Case studies
Hyundai
From screen to showroom: How Hyundai drove full-funnel success with NHL sponsorship.
Beyond the Buy
How entertainment and technology are reshaping the modern shopping journey
Entering the era of the constant shopper mindset
To understand the evolution of the modern shopping journey and its impact on the funnel, Amazon Ads worked with Strat7 Crowd.DNA to uncover how entertainment and technology are fundamentally transforming the shopping experience—revealing a world where consumers no longer "go shopping," but are always shopping, discovering brands naturally throughout their daily content experiences.
global advertisers still view the funnel as a linear journey from awareness to purchase.*
75% of surveyed consumers think about shopping multiple times per week.
What we uncovered
Through comprehensive global research with 14,000 consumers across 11 countries, we found that traditional boundaries between content, commerce, and technology are dissolving. This convergence is creating new opportunities for brands to connect with consumers in their everyday moments.
see entertainment as part of their shopping journey.
have embraced new shopping technologies.
say shopping is more enjoyable than it was 3–4 years ago.
Entertainment sparks action
When consumers are immersed in their favorite content, they're not just passively watching—they're actively considering purchases—from mentally bookmarking brands and products for later to adding items directly to their wish lists and shopping carts.
For brands, these entertainment moments represent opportunities to authentically connect with consumers while they're enjoying content they love.
72%
have taken consideration actions while enjoying entertainment.
79%
have engaged with interactive ads.
Technology powers connections
As technology evolves, so do consumer expectations. From AI-powered recommendations to interactive streaming experiences, technology is creating more intuitive, engaging ways to discover and purchase products, making shopping faster and more enjoyable.
For brands, it's no longer about a customer seeing and remembering an ad—it’s about how an ad can transcend that one-way exchange.
From interruption to invitation
As consumers move fluidly between discovery and purchase, they expect advertising to follow suit. More than 3 in 5 consumers expect advertising to become an integral part of their entertainment experience, with particular interest in shoppable experiences across TV shows and movies.
1 in 2
say advertising in entertainment content is more seamless than ever.
Alin Popescu, Head of Commerce, APAC, WPP MediaThere needs to be a mindset shift for marketers and agencies alike: treat every piece of content as an entry point to purchase. Don’t separate ‘upper funnel’ storytelling from ‘lower funnel’ performance—craft creative that can inspire, inform, and convert in a single touchpoint.
Joanna Lawrence, Global Chief Strategy Officer, Havas Media NetworkThe game has changed. Retail moments can transform into immersive brand experiences, while creator content that fans love can evolve into shopping opportunities. We need to radically rethink the way budgets are structured, how KPIs are set, and break down old channel-based, siloed ways of working.
Samantha Bukowski, Global Head of Commerce, WPP MediaShoppers don’t live in channels or experience brands in fragments, they live through experiences, and the best-designed experiences will lead to the strongest business results.
Connect with customers at every touchpoint
Amazon Ads helps brands deliver engaging full-funnel campaigns that blend naturally into consumers' lives. Our sophisticated audience insights, innovative ad formats, and unified measurement capabilities help you transform everyday moments into business impact—whether customers are actively shopping or simply enjoying their favorite entertainment.
Sources:
* Amazon Ads Brand Tracker. Harris Poll. Fielded Sept 2025. Reflects advertisers from 8 countries (US, CA, UK, DE, FR, IT, ES, JP). N=1000
Source for all other insights: Amazon Ads custom research with Strat7 Crowd.DNA. Beyond the Buy. Fielded March 2025 to July 2025. Data reflects AU, BR, CA, DE, ES, FR, IT, JP, MX, U.K., and U.S. aggregated. N=14,000.